In February 2019 I was brought into the fold of an agency called Just So to help come up with a creative concept for an O2 Music pitch which would engage with the infamous gen-z, whilst highlighting the importance of live music. However instead of playing it safe I asked Just So why don’t we go big. Why don't we pitch in their own music content platform that champions up and coming music talent. We pitched it. We Won It. This is O2 Music.